PENGARUH KUALITAS PELAYANAN DAN CITRA PERUSAHAAN TERHADAP KEPUASAN PELANGGAN AUTO 2000

Abstract

This study aims to know and analyze: 1) To know and analyze Service Quality and Corporate Image have a
positive and significant impact on Customer Satisfaction Auto 2000 Branch Kertajaya Surabaya; 2) To know
which among variable Quality of Service and Corporate Image which have dominant influence to Customer
Satisfaction Auto 2000 Branch Kertajaya Surabaya The type of research used is comparative causal method. The
population in this study are all customers who do private vehicle repair on Auto 2000 Kertajaya Surabaya, with
purposive sampling method, so in get sample of 100 respondents. While the analysis technique used is multiple
linear regression analysis. Based on the results of hypothesis testing can be concluded that: 1) Service Quality
has positive and significant impact on Customer Satisfaction Auto 2000 Branch Kertajaya Surabaya. The higher
the quality of service then the customer satisfaction will increase. 2) Corporate image has a positive and
significant impact on Customer Satisfaction Auto 2000 Branch Kertajaya Surabaya. The higher the image of the
company then the customer satisfaction will increase, 3) Quality of Service dominant influence on Customer
Satisfaction Auto 2000 Branch Kertajaya Surabaya because the calculation of the value of r2 count of the
variable Quality of Service is the highest when compared to the variable Image Company.
Keywords: service quality, corporate image, customer satisfaction